London, 19th August: 닐슨 today announces an integration with Talon Outdoor, which enables marketers to intelligently target audiences across both online and Out of Home (OOH) by combining its Nielsen Marketing Cloud solution with Talon’s proprietary data management platform Ada.
Nielsen Marketing Cloud의 데이터는 현재 온라인 프로그래매틱 생태계에 프리미엄 소유 및 운영 오디언스 데이터와 소비자 행동, 선호도, 구매 결정 및 습관에 대한 인사이트를 제공하고 있습니다. 이러한 데이터 세트는 이미 디스플레이, 비디오, 네이티브, 오디오, 커넥티드 TV를 포함한 다양한 온-오프라인 마케팅 채널에서 활성화할 수 있으며, 이제 OOH에도 사용할 수 있게 될 예정입니다. 이 솔루션은 브랜드, 미디어 회사, 마케팅 대행사 및 광고 회사가 닐슨의 분석, 마케팅 활성화, 데이터, 미디어 계획 및 데이터 관리 기능을 하나의 통합된 클라우드 기반 플랫폼에 통합하여 고객에 대한 더 많은 인사이트를 얻을 수 있도록 돕기 위해 개발된 마케팅 솔루션입니다.
Talon is an industry leader in OOH media, with a focus on delivering creative, technology-led and integrated communications. Its proprietary data management platform, Ada, aims to push the boundaries of data-driven OOH audience targeting and campaign measurement, enabling advertisers to create more effective campaigns. The specialist platform manages and activates billions of audience and location data points to create new intelligence about people’s real and recent behaviours, such as how they travel, the OOH advertising inventory they see, and the actions they take after exposure to brand messages.
이제 광고주는 Talon과 닐슨의 기능을 결합하여 옴니채널 전략 내에서 가치 있는 잠재고객을 식별하고 활성화하여 완전히 최적화된 마케팅 캠페인과 프로모션을 제공할 수 있습니다.
Maureen Stapleton, International Commercial Leader, Nielsen Marketing Cloud said: “Brands are constantly competing for the attention of consumers, meaning that audience data and insight is now a significant part of any marketing strategy to target the right consumers, and how to do it effectively. Our new collaboration with Talon Outdoor is a crucial step in bringing the power of Nielsen’s online audience segmentation to other marketing channels, and we are looking forward to seeing the plethora of Nielsen’s gold standard digital audiences become addressable in OOH media through Ada.”
Sophie Pemberton, Group Strategy Director at Talon Outdoor, said: “This collaboration is strategically important for Talon Outdoor. By working with Nielsen and their world class data and insight we are able to enhance advertising campaigns so that they are more effective, informative and engaging. It also enables us to continuously improve the Ada platform and leverage deeper insights for more OOH campaigns.”
닐슨 소개
Nielsen Holdings plc (NYSE: NLSN) is a global measurement and data analytics company that provides the most complete and trusted view available of consumers and markets worldwide. Nielsen is divided into two business units. Nielsen Global Media provides media and advertising industries with unbiased and reliable metrics that create a shared understanding of the industry required for markets to function. Nielsen Global Connect provides consumer packaged goods manufacturers and retailers with accurate, actionable information and insights and a complete picture of the complex and changing marketplace that companies need to innovate and grow.
Our approach marries proprietary Nielsen data with other data sources to help clients around the world understand what’s happening now, what’s happening next, and how to best act on this knowledge.
An S&P 500 company, Nielsen has operations in over 90 countries, covering more than 90% of the world’s population. For more information, visit www.nielsen.com.
About Talon Talon Outdoor is an independent Out of Home media specialist and a significant player in the Out of Home agency sector with a focus on delivering smarter, creative, technology-led and integrated OOH communications. Combining independence with a collaborative approach, Talon promotes open working between agencies, clients, and media partners. Talon has achieved the Campaign Best Places Number 1 Medium sized UK Company to Work For and has also featured in the Sunday Times Fast Track 100, as No. 1 in Best Companies and in LSE’s 1000 Companies to Inspire Britain. Talon handles the Out of Home media for several of the UK’s leading advertising brands through Omnicom Media Group UK agencies, along with other agencies including AMS Media Group, JAA, Havas Media Group, Goodstuff, Ptarmigan Media and Republic of Media.
